 "Edible oil")
Fast Moving Consumer Goods (FMCG) major Cargill India is eyeing the leadership position in the refined soybean oil segment in Uttar Pradesh.
Currently, the company commands roughly 17 percent of the soybean oil market share in Lucknow, Cargill India CMO Neelima Burra said here.
"We want to be the leader in soybean oil segment in UP, Bihar, Jharkhand, Maharashtra etc," she added.
UP is an important market for Cargill due to its large population base. The company expects to double its growth in the soybean oil category during 2016-17 in the state.
Meanwhile, the company has unveiled a 360 degree promotional campaign supported by expansion in distribution network and revamping of the product portfolio to achieve its ambitious target.
Burra said India, Brazil and Venezuela were the only international markets, where Cargill followed the Business to Consumer (B2C) model as against its generic Business to Business (B2B) model.
"Venezuela and Brazil are now largely matured and saturated markets, which leaves India as the only market where Cargill is focussed on the B2C model. India is witnessing rising consumerism and almost 80 percent of the retail space is still traditional," she added.
The domestic cooking oil segment is dominated by local players and characterised by loose oil sale, Burra informed.
Replying to a Business Standard query, Burra said the prospects of good monsoon this year was expected to further spur the refined cooking oil segment.
